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  DOI Prefix   10.20431


 

International Journal of Media, Journalism and Mass Communications
Volume 4, Issue 2, 2018, Page No: 1-10

Rethinking the Bullet Theory in the Digital Age

Chinenye Nwabueze1*, Ebere Okonkwo1

1.Department of Mass Communication, Faculty of Social Sciences, Chukwuemeka Odumegwu Ojukwu University, Igbariam Campus, Nigeria

Citation : Chinenye Nwabueze,Ebere Okonkwo, Rethinking the Bullet Theory in the Digital Age International Journal of Media, Journalism and Mass Communications 2018, 4(2) : 1-10

Abstract

This study examined the relevance of the Magic Bullet theory also called the Hypodermic Needle theory in the digital age. It adopted the qualitative approach is exploring the following objectives - examining the basic tenets of the Magic Bullet Theory, analyzing the arguments against the Magic Bullet theory, and examining the relevance of the Magic Bullet theory in the social media age. The analysis was premised on two key issues which were spread by the social media - the Monkey Pox Killer Vaccine incident of October 2017 and the Salt Water Bath incident of August 2014 during the Ebola Virus Outbreak that year. The study established that the Magic Bullet theory was still relevant today as the audience react in an "actively passive" manner to certain media contents. The study found what could be described as the "Zombie Effect" reaction to specific media contents by audience in the digital age, supporting the credence of the magic bullet theory in the digital age. The study recommended further studies on bullet theory using other issues so as to further establish relevance of this theory in the digital age, contrary to postulations that the theory is no longer relevant in contemporary society.


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